Maurice Lacroix Moment Witness New Brand Ambassador

Mr. Jang Dong-gun, the Blue Dragon Film Awards winner and a recognized outstanding actor in Asia, has been progressing very well in his career. Drawing on his artistic attainments and rich life experiences, he has made remarkable achievements. His personality embodies the code of steadiness, innovation and devotion, which is also the core of Maurice Lacroix’s brand image as well as the key to its success as a prestigious Swiss high-grade watch brand. Mr. Francis Phua, Regional General Manager of DKSH, Greater China, and Mr. Stephane Waser, Managing Director at Maurice Lacroix, attended the press conference. Along with Mr. Jang Dong-gun and journalists from media outlets in Mainland China, Hong Kong and Taiwan, they reviewed Maurice Lacroix’s campaign slogan – “YOUR TIME IS NOW”- and explored the meanings of life and time.

Moment Witness
Maurice Lacroix has carried out its brand communication by appointing a celebrity ambassador who embodies the brand image in appearce and demeanor. This time Maurice Lacroix chooses to work with Mr. Jang Dong-gun,  a renowned actor. More importantly, Mr. Jang Dong-gun not only represents the individuality of the brand but giving expression to the humanitarian sentiments about time and life, interpreting the spirit of Maurice Lacroix.

The press conference was held in the form of an elaborately mapped out stage play, releasing the new brand ambassador and conveying the theme of “Moment Witness” .

On the grand stage, a bunch of spotlights were cast on the back of the protagonist. In the meantime, the beautiful piano music Memory wafted softly throughout the auditorium. The guests present, travelling by the time tunnel, followed the inner monologue of the protagonist, and reviewed the protagonist's life and career as an outstanding actor, from his younger days, to the challenges he braved along the way, then, to further progress and great success. In spite of the twists and turns, the protagonist has never given up, and by performing a script based on his life experiences, he showed the imprints of time on life. Afterwards, the protagonist played the role as the messenger of time in three episodes of a dumb show, to externalize three moments in trivial daily lives. At the instant when time stops, he presented a bouquet of roses to a couple of lovers who were quarelling with each other, set up a bridge between the mother and daughter who did not communicate with each other, and wrapped a shawl around the shoulders of the white-haired mother who was just returning from the blizzard outside where she was waiting for her family members... The messenger of time frozes time by his magic, turned iciness into warmth in an instant, and by this he shed light on the untimate implications of time on destiny. The numerous fleeting moments in our daily lives, the beauty of which, if identified and cherished in a different mood, might be wiser interpretation of eternity.

As the first actor receiving all of the Blue Dragon Film Awards, Mr. Jang Dong-gun has played a lot of memorable roles and has been renowned as an outstanding actor in the international film community. The MBC television series Our Heaven in 1993 marked his debut on the screen. In 2005, he played the lead role in the Chinese director Chen Kaige’s movie, The Promise, and became more popular among Chinese filmgoers. By his skilled acting, courageous innovation and a charisma unique to himself, he has witnessed numerous splendid moments, has established himself as an outstanding actor in the eyes of his fans, and naturally, is in tune with Maurice Lacroix’s values. This is why Mr. Jang Dong-gun has become Maurice Lacroix’s new brand ambassador. His excellent stage craft at the press conference well interpreted the theme – “Moment Witness” . To some extent, the establishment of this sincere partnership will guide more confident achievers in self-reflection and stand out as well as an appreciation of Maurice Lacroix’s motto - “ YOUR TIME IS NOW”.

Senior managers of DKSH and Maurice Lacroix, along with distinguished guests from Mainland China, Hong Kong and Taiwan, jointly witnessed the great moments of the ceremony and shared the great wisdom of life – seize the moment, cherish the time, love themselves and more importantly, love those who love them.

July 23, 2014